A (Re)Introduction to Guest Posting

Garrett French — founder of Citation Labs and all around link building expert — takes you on a comprehensive walkthrough of guest posting on sites supported by sales. Why is this a good strategy? How do your posts benefit these websites? How do you start and what websites do you reach out to? Watch to find out!

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Video Transcription

Hello, folks. My name is Garrett French, and I’m a link builder. I run Citation Labs. We have 120 employees, and we build lots of links. Today I am here to reintroduce to you the tactic of guest posting.

All right. Very specifically, though, guest posting with a target of publishers — this largest portion here of the publisher pyramid — who are supported by sales, whose main reason of publishing is to sell things.

Introduction

So let’s dig in. We are talking about earned placements. The publishers have to approve this content. There’s an editorial gatekeeper. Again, yes/no? Do we want to publish? Do we not?

Is it up to our standards? We’re talking about real websites with real audiences. We’re talking about flexible format. So you can think beyond an article. You can think into an FAQ, for example, or a glossary or something along those lines. Again, very much we want to emphasize the publishers that we’re talking about here get their revenue from sales.

They’re publishing so that they can get new clients or to sell products or services. We’re not talking about PBNs. We’re not talking about sponsored placements. We’re not talking about any circumstance where you have to pay money in order to get in front of somebody’s audience. Lastly, I want to point out we’re not necessarily talking about op-ed circumstances here.

This isn’t a branded expertise play. This isn’t your chance to show how much you know. Now you’re going to be able to show your expertise, but you’re going to be second fiddle. You’ve got to put the publisher themselves and their interest in sales first. That’s what you’re doing here, and that’s why you’re approaching this group, and again it’s why they publish. That’s the publisher benefit that you’re going to be emphasizing when you approach this group.

Why guest posts?

Now, why guest posts? Well, guys, there’s an enormous amount of visibility and reach here. Look at the pyramid. Now, this is representative of most industries generally, where we’ve got 95% of the publishers are publishing to get sales, 4% that are mission based and are supported by taxes, tuition, donations, subscriptions, etc.

Then we’ve got the 1% ad supported. There are so many publishers out there trying to sell in your vertical, in your clients’ verticals, in your target vertical if you’re in-house, and there’s a lot of disaggregated reach there. There’s a lot newsletters out there, a lot of social media followings …read more

Source:: Moz Blog